adp564bdevices, 2009 data from: abi research 2nd opportunistic rf localization for next generation...
TRANSCRIPT
More Control More Sharing
Ziv Baum, [email protected]
800MInstall base of
GPS-enabled mobile devices, 2009
Data From: ABI research
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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$14B
Data From: ABI research
Location Based Services (LBS) market size by 2014
7200
Data From: Skyhook Wireless
Location based apps on different app stores
(February’10)
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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LBS market is exploding. But where are the users? Worried about P2P and “big brother” privacy issues
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Location adds a new level of complexity
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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Privacy is really at the core of the value proposition
“The debate about privacy is really a debate about control…By giving
people that control, we enable them to share more stuff.”
(Mark Zuckerberg, founder of Facebook)
…to answer the same question 1000 times…
…with multi-tasking in OS4, they’ll show you which app
accessed your location in the past 24 hours…
…even if it’s too late…
Apple expects you….
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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to agree upfront and never change your mind
Android expects you…
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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� Spin-off from Carnegie Mellon’s Mobile-Commerce Lab
� We offer mobile apps platforms and apps developers a way to give LBS users more control
� Users who have the ability to express their privacy preferences and to monitor who has asked for their location are more comfortable with sharing
� Locaccino, a Facebook-based location sharing app built on top of Zipano’s privacy layer, demonstrates how our platform works
The Value of Richer Settings
0%
20%
40%
60%
80%
100%
Friends & family Facebook friends University community Advertisers
Average accuracy, c = 20rLoc/Time+Loc/TimeLocTime+TimeWhite list
White Lists Simply Don’t Cut It!…This is why Loopt, Latitude & Co. Are Failing
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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…But Are Users Ready For This?
0%
20%
40%
60%
80%
100%
1 2 3 4 5
Average accuracy for Facebook friends varying number of rules, c = 20Loc/Time+Loc/TimeLocTime+TimeWhite list
•The benefits are visible even with just 1 or 2 rules!•Similar results for advertisers
Are users willing to define enough rules?
Here’s the Real Kicker!
0%
20%
40%
60%
80%
100%
Friends & family Facebook friends University community Advertisers
Average time shared, c = 20rLoc/Time+Loc/TimeLocTime+TimeWhite list
�More than 2x the sharing with Facebook Friends!�2.5 x times the sharing with advertisers!!
Users just err on the safe side in setting up their preferences
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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Some Other Considerations� Good Default Settings or Personas also help� …As does the ability to review who’s requested your
informationFeedback No Feedback
Hou
rs v
iew
able
per
wee
k
Average: 122 hr/week
Average: 101 hr/week
Introducing the Privacy LayerUsers
Platform providers
Apps developers
Data providers (maps, P.O.I)
Open developers API
Policy enforcement engine
User-Controllable Privacy Platform
Location middleware providers
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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Zipano’s UCPP in a Nutshell� Highly scalable
� Facebook scale� Extremely low latency
� Cell phone operator latency � Capable of capturing & enforcing rich and extensible
set of privacy attributes� APIs for privacy preference editing, location request
processing, user request auditing, etc.� Secure
� flexible authentication plugins for services like OpenID
Demo
Click here
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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Bottom Line
�Richer privacy settings will be key to unlocking the full potential of locationsharing and location-based advertising
�Zipano’s UCPP offers application developers, operators and other aggregators a new layer of interoperability that will be critical to growing their ecosystem
More Control More Sharing
Ziv Baum, [email protected]
© 2009 Zipano Technologies, Inc. Zipano Technologies and UCPP are registered trademarks of Zipano Technologies
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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Relevant Websites
� www.zipano.com� www.locaccino.com� http://mcom.cs.cmu.edu/user-controllable-security-
and-privacy/
Some Recent Press Coverage
� Startup Zipano sells privacy software to control who can find you, Pittsburgh Post Gazette
� “As Location-Sharing Services Grow, Privacy Concerns Do Too”, Wall Street Journal
� “The Mobile Net: Why to Worry about Privacy Regs”, Business Week
� “Now You Can Track Colleages and Students on Your Laptop”, Chronicle of Higher Education
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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Relevant Publications
� Norman Sadeh, Jason Hong, Lorrie Cranor, Ian Fette, Patrick Kelley, Madhu Prabaker, and Jinghai Rao. Understanding and Capturing People’s Privacy Policies in a Mobile Social Networking Application Journal of Personal and Ubiquitous Computing 2009.
� J. Tsai, P.G.Kelley, L.F.Cranor and N.M. Sadeh, “Location Sharing Technologies: Privacy Risks and Controls”, to appear in “I/S: A Journal of Law and Policy for the Information Society”, 2010.
� Ramprasad Ravichandran, Michael Benisch, Patrick Gage Kelley, and Norman M. Sadeh. Capturing Social Networking Privacy Preferences: Can Default Policies Help Alleviate Tradeo ����������Expressiveness and User Burden? PETS ’09.
� Janice Tsai, Patrick Kelley, Paul Hankes Drielsma, Lorrie Cranor, Jason Hong, and Norman Sadeh.Who’s Viewed You? The Impact of Feedback in a Mobile-location System. CHI ’09.
� Patrick Kelley, Paul Hankes Drielsma, Norman Sadeh, Lorrie Cranor. User Controllable Learning of Security and Privacy Policies. AISec 2008.
� Michael Benisch, Patrick Gage Kelley, Norman Sadeh, Lorrie Faith Cranor, Capturing Location-Privacy Preferences: Quantifying Accuracy and User-Burden Tradeoffs. CMU-ISR Tech Report 10-105, March 2010
� Jason Cornwell, Ian Fette, Gary Hsieh, Madhu Prabaker, Jinghai Rao, Karen Tang, Kami Vaniea, Lujo Bauer, Lorrie Cranor, Jason Hong, Bruce McLaren, Mike Reiter, and Norman Sadeh. User-Controllable Security and Privacy for Pervasive Computing. The 8th IEEE Workshop on Mobile Computing Systems and Applications (HotMobile 2007). 2007.
� Norman Sadeh, Fabien Gandon and Oh Buyng Kwon. Ambient Intelligence: The MyCampus Experience School of Computer Science, Carnegie Mellon University, Technical Report CMU-ISRI-05-123, July 2005.
2nd Opportunistic RF Localization for Next Generation Wireless Devices June 13-14, 2010 Worcester Polytechnic Institute Worcester, MA, USA
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